Financial services advertising in eight nonEnglish speaking countries

Although services, in general, have increased in significance worldwide, financial services face a less encouraging future. Market saturation has led to a search for growth opportunities. One approach has been to utilize traditional marketing techniques such as advertising. Another approach has been...

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Bibliographic Details
Published in:International journal of bank marketing 2000-12, Vol.18 (7), p.347-358
Main Authors: AlbersMiller, Nancy D., Straughan, Robert D.
Format: Article
Language:English
Subjects:
Advertising
Crosscultural management
Financial services
International marketing
Online Access:Get full text
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Summary:Although services, in general, have increased in significance worldwide, financial services face a less encouraging future. Market saturation has led to a search for growth opportunities. One approach has been to utilize traditional marketing techniques such as advertising. Another approach has been to expand into international markets. Managing the international advertising efforts of financial service firms is incredibly complex. This nine country study looks at consistency between advertising content and points of emphasis from financial strategy research. The comparison yields similarities and differences between critical managerial dimensions and themes in international financial service advertisements. Discussion of these findings and implications are provided.
ISSN:0265-2323
DOI:10.1108/02652320010359561